Ward just isn't interesting enough inside or outside the ring to be built up into a PPV star. Couple this with the fact that there's nobody at 168 who is PPVable (apart from Chavez Junior who doesn't want to fight him) and Ward doesn't want to move up and fight Kovalev or Stevenson. Things may change if Chavez beats Vera and Bika and has a title however expecting Chavez to hold it together for that period of time and then agreeing a split with Ward is a tall order.
Stevenson and Kovalev might have a barnburner and create another potential PPV opportunity for Ward. But then if Stevenson wins he probably won't want to leave Canada to fight Ward so that fight might not get made. If Kovalev wins is he going to be a big enough name to sell a PPV?
Ward is after big paydays but the big paydays out there would come against guys like Chavez or Stevenson who would be beltholders and easily the biggest part of the draw. Ward would have to take the short end of the purse and he's convinced he's a superstar just nobody noticed yet.
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